We felt immensely proud to have the opportunity to rebrand Chandrika, a heritage soap brand with a legacy spanning over 80 years. The brief was to contemporise the design while retaining its authenticity and strong Ayurvedic roots. Our objective was to make the brand relevant to a younger audience and drive new trials, without alienating its loyal consumer base—especially among its core users in Kerala. The challenge lay in balancing modern appeal with deep tradition, preserving the soul of a brand that generations have trusted.

Our design approach focused on enhancing Chandrika’s natural and Ayurvedic equity while giving it a refreshed, modern presentation. We reimagined the pack format for better shelf presence and clarity, keeping the iconic “Chandrika Green” as the hero element to ensure strong brand recognition and continuity. A large, expressive composition of ingredients was introduced to highlight the brand’s key proposition—coconut oil, a staple in South Indian beauty rituals. The clean white panels bring freshness and purity, while the reflective gold accents lend a touch of heritage and credibility, reinforcing Chandrika’s premium Ayurvedic expertise.

The refreshed design architecture was extended across variants like Glow and Gel Bar, each featuring a vibrant and distinctive colour palette that cues modernity and differentiation while staying true to the core brand ethos. The result is a timeless yet contemporary identity—one that rejuvenates an iconic Indian brand, celebrates its Ayurvedic legacy, and connects meaningfully with both long-time loyalists and a new generation of consumers.